Reading Notes for Chapter’s 1 and 2

May 25, 2010 StormAshley

This information is based upon my reading from “Public Relations Writing And Media Techniques,” 6th ed. by Dennis L. Wilcox.

The first week of class we focused on chapter 1, Getting organized for Writing and chapter 2, Becoming a Persuasive Writer. Here are some things that i found most useful and important to remember:

Public Relations writing is part of the communication component, which only occurs after research has been conducted and extensive planning to formulate the goals and objectives of a campaign have taken place (page 1).

Public Relations writer’s are usually employed by an organization that wants to communicate with a vaiety of audiences, either through the news media or through other channels of communication (page 3).

Imagery is crucial when it comes to writing in public relations. Strong visual descriptions are better than generated statements (page 25).

Major error’s to avoid are Gobbledygook and Jargon. These terms represent roadblocks to effective communication. A public relations writer has the obligation to educate executives and engineers of the need to provide message context and easy-to-understand analogies to explain technical concepts (page 27). A public Relations writer can ruin the credibility of the message by using exaggerated words and phrases, known as hype (page 29).

In order to comminicate and make the message well known- to project ideas into the minds of others, the process depends four elements: a sender, a message, a channel, and a receiver (page 35). Stakeholders are groups of people who can be affected by the actions of an organization (page 36). Publics in a marketing purpose is often defined as a market segment- a group of people who have comparable demographics (page 36).

Framing was used to describe how journalists and editors select certain facts, themes, treatments, and even words to “frame” a story in order to generate maximum interest and understanding among readers and viewers (page 39).

The Diffusion Theory has five steps: Awareness, Interest, Trial, Evaluation, and Adoption (page 40).

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